Between writing heartfelt lyrics and connecting with fans on a deeper level, Anuv Jain is all about staying true to his vibe, both on and off the stage. Now, the indie pop artist behind hits like Husn and Jo Tum Mere Ho is taking that vibe into the world of fragrance. Teaming up with SOL, the fragrance brand co-founded by Zaeden, Anuv has launched his very first scent—ELEVENELEVEN. Just like his music, this fragrance is all about layers—personal, creative, and totally unique. In an exclusive chat with ELLE, Anuv spills the tea on what inspired ELEVENELEVEN and how he turned his signature vibe into a bottle of scent.
What inspired you to create a fragrance, and how does this launch reflect your personal style?
It wasn’t so much about venturing into fragrances as it was about venturing into the “World of SOL.” I’ve always wanted to collaborate with Zaeden, so when he reached out about creating a fragrance with SOL, it was an immediate “yes.” ELEVENELEVEN reflects different sides of me—at home, it’s just me and my guitar, but on stage, it’s me, my team, and the audience. This duality is captured in the fragrance.
Can you describe the creative process behind ELEVENELEVEN? Did you have a specific vision for the fragrance?
I wasn’t sure how to create the perfect scent at first, but after spending time in the SOL lab, I started understanding fragrances better. I envisioned a scent that unfolds in layers, revealing something new each time—just like a song. ELEVENELEVEN symbolizes duality, representing day and night, and the different facets of who we are.
If you could describe ELEVENELEVEN using three emotions, what would they be and why?
First, Joy—the fruity-citrusy notes remind me of fresh Sunday mornings in Ludhiana, full of happiness and simplicity. Second, Sensuality—the base notes of vanilla, Tonka, amber, and patchouli linger beautifully on the skin. Finally, Playfulness—the fragrance starts light and fresh, with deep, lingering base notes that leave a lasting impression.
How did collaborating with Zaeden shape the fragrance, and what was the most memorable moment?
Zaeden and I have been friends for years, so working together on this felt natural. Collaborating with the SOL team, perfumer Amal Jain, and my manager Aayushman Sinha was an amazing experience. A standout moment was visiting the SOL lab, testing different scents, and finally creating the perfect blend—it felt like our friendship materialized into something lasting.
How do you envision fans incorporating ELEVENELEVEN into their lives?
I see ELEVENELEVEN becoming part of people’s personal journeys, whether in their daily routines or special moments. It’s versatile, revealing new layers over time, like the experiences we go through. I hope it reminds them of deeper connections—to themselves, to memories, or to the music we’ve shared.
Is there a childhood scent or memory that influenced this fragrance?
It wasn’t based on one specific memory but rather on the fragrances I’ve enjoyed and the perfumes I’ve worn over time. We experimented with different notes to create something unique that everyone would love.
If you could create a playlist to accompany ELEVENELEVEN, what songs or artists would be on it?
Anuv Jain and Zaeden, of course! All our songs—we already capture that duality in our music.
